Not all business is good business, and not every customer is a good customer.

If you're going to err, err on the side of simplicity...assume that you have a very brief time to make an impression, and that you'll be allocated a tiny amount of memory space in overloaded and preoccupied brains of your audience.

Your audience is waiting for your stories. They have memory slots tailor-made to light up and remember you.

Stories connect us at a human level that factual statements and logical arguments can't possibly match.

The buyer is always tuned in to one radio station: WIIFM (What's In It For Me). The rest is filtered out as noise.

Noise is the primary hurdle we must overcome. We're always one click away from being ignored.

We live in an interconnected world of exploding information density where a million things are clamoring for our attention all the time

Nobody cares about you, your brand, or your company. You're irrelevant...until proven otherwise.

Trend currents (as opposed to current trends) are big-picture, unstoppable, inexorable forces that are shaping the world we live in.